• Srikesh S Shenoy
• Naresh Rao

Narendra Modi is the Prime Minister of India. He is the Prime Ministerial candidate representing the Bharatiya Janata Party. He was the Chief Minister of Gujarat from 2001 to 2004. He is the MP of Varanasi. During the general elections of 2004, the use of social media campaigns started the Modi wave which made him the face of BJP nationwide. His speeches and his method of digitization and promotion of digital forums made him very popular among the youth and the general public as well. Modi is frequent on Twitter and Facebook along with his usual "Mann Ki Baat". Since Facebook is a forum which is more user-friendly, he is also the most followed political leader on Facebook and the third most followed political leader of twitter. Hence, The researcher will be looking at Facebook in his study. Modi also is known to manage both social media accounts. He uses his Facebook to show whatever he does on a daily or at least a weekly basis. The researcher is planning on an expert Interview of 2 people and a content analysis of his web page on Facebook to observe the reactions and comments of his followers. The study has reflected that the use of social media by the leader has been deemed effective and is a strong point of his campaign. It has been found that the leader does use Facebook as a tool for political image-building although the impacts have been a mixture of positive and negative reactions towards his posts on social media.

: Facebook, , Image Building, Narendra Modi, Politics.

"FACEBOOK AS A TOOL OF POLITICAL IMAGE BUILDING: A CASE STUDY ON PM MODI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.122-126, June-2019, Available :http://www.jetir.org/papers/JETIR1906798.pdf

"FACEBOOK AS A TOOL OF POLITICAL IMAGE BUILDING: A CASE STUDY ON PM MODI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp122-126, June-2019, Available at : http://www.jetir.org/papers/JETIR1906798.pdf